The “Sponsorship Sector Report – Alcoholic Beverages – APAC 2025” has been officially added to the portfolio of offerings available through ResearchAndMarkets.com, providing an in-depth examination of one of the most active and strategically important sponsorship categories in the Asia-Pacific region. The report delivers a comprehensive analysis of how alcoholic beverage brands are leveraging sports sponsorship to drive visibility, brand equity, and consumer engagement across multiple markets and sporting codes.
Covering developments across the APAC region, the report evaluates sponsorship activity within the alcoholic beverages sector over recent years, highlighting key brand strategies, shifts in deal structures, and emerging trends that are shaping the competitive landscape. It explores the most prominent brands operating in the sector, identifies where sponsorship investments are being concentrated, and assesses how these partnerships translate into both commercial value and cultural influence within sport.
Australian Football Leads Regional Sponsorship Value
One of the most notable findings of the report is the dominance of Australian Football in terms of total annual sponsorship revenue. Among all sports included in the analysis, Australian Football accounts for the largest share of sponsorship value generated by alcoholic beverage brands across the APAC region. This leadership position reflects the sport’s deep-rooted popularity in Australia, its strong television audiences, and its long-standing relationships with major beer and beverage producers.
While soccer (football) emerges as the sport with the highest number of sponsorship agreements by deal volume, its overall contribution to regional sponsorship revenue remains comparatively modest. According to the report, soccer-related sponsorships contribute an estimated $12.89 million to total APAC alcoholic beverage sponsorship revenue. This contrast highlights an important dynamic within the sector: a high volume of smaller deals does not necessarily equate to greater overall financial impact.
Team Sponsorships Dominate Deal Count
Across the APAC region, team-level sponsorship agreements form the backbone of the alcoholic beverages sector’s sponsorship portfolio. In 2025, team partnerships account for 139 individual deals, representing approximately 33% of the total annual sponsorship value across the region. These agreements provide brands with consistent, season-long exposure and direct association with clubs that often enjoy strong local and national fan loyalty.
In contrast, federation-level sponsorships are far fewer in number, totaling just 34 deals across the region. Despite this lower deal count, federation partnerships carry disproportionate financial weight, accounting for an estimated 40% of total annual sponsorship value in 2025. This reflects the premium nature of federation agreements, which often grant category exclusivity, naming rights, and extensive rights across multiple competitions, events, and broadcast platforms.
Landmark Deals Define the 2025 Landscape
At the top of the sponsorship hierarchy in 2025 is the partnership between the Australian Football League (AFL), Carlton & United Breweries (CUB), and the Carlton Draught brand. Valued at an estimated $8 million annually, this agreement stands as the largest alcoholic beverages sponsorship deal in the APAC region.
The partnership, which became effective in 2023, marked a significant milestone for the AFL and the broader sponsorship industry by naming Carlton Zero as the league’s first official non-alcoholic beer. This move reflects the growing importance of low- and no-alcohol alternatives within the beverages sector, as brands respond to changing consumer preferences, health considerations, and regulatory environments while maintaining a strong presence in elite sport.
CUB’s influence extends beyond Australian Football. Through its parent company, Asahi Beverages, the brewer also maintains a major partnership with the National Rugby League (NRL). In 2023, the NRL announced a multi-year extension of its agreement with Asahi Beverages, encompassing both CUB and Asahi Lifestyle Beverages. This partnership reinforces Asahi’s commitment to Australian sport and strengthens its footprint across two of the country’s most watched and commercially valuable leagues.
Heineken and Formula 1 Deliver Global Visibility
Outside Australia, Heineken stands out for securing one of the most prominent sponsorship assets in the APAC region: its partnership with the Formula 1 Chinese Grand Prix. As part of this agreement, Heineken serves as the title sponsor of the race, making it the second-largest alcoholic beverage sponsorship deal in the region for 2025.
Formula 1 offers Heineken a uniquely global platform, combining elite motorsport, international broadcast reach, and strong engagement among premium consumers. The partnership aligns with Heineken’s long-term global strategy in Formula 1, allowing the brand to reinforce its positioning as a premium international beer while maintaining relevance in key Asian markets.
Brand Spend and Strategic Focus
In terms of overall investment, Carlton & United Breweries emerges as the largest spender in the APAC alcoholic beverages sponsorship market in 2025. The company holds the joint-highest deal volume across the region while also leading in estimated annual sponsorship expenditure. CUB’s dominance is closely tied to its strong domestic positioning in Australia and its long-standing partnerships with the AFL and NRL, two leagues that command significant commercial value and fan engagement.
Asahi Breweries, despite having 14 sponsorship deals across the region, ranks fifth in estimated annual spend, with total investment of approximately $4.94 million. This disparity between deal volume and spend underscores Asahi’s targeted approach, focusing resources on select, high-profile assets rather than broad-based coverage.
A substantial portion of Asahi’s sponsorship budget is allocated to the Australian Open Championship, with that single partnership valued at an estimated $2.50 million annually. The Australian Open offers global exposure, premium brand alignment, and access to international audiences, making it a cornerstone of Asahi’s regional sponsorship strategy.
Heineken follows CUB in total sponsorship spend for 2025, though its investment level is roughly one-third of CUB’s total expenditure. With six active deals across the APAC region, Heineken’s strategy emphasizes fewer but higher-impact partnerships, anchored by its Formula 1 involvement.
Comprehensive Scope and Strategic Value
The Sponsorship Sector Report – Alcoholic Beverages – APAC 2025 provides a detailed and data-driven overview of how alcoholic beverage brands are engaging with sports sponsorship across the region. It evaluates trends over recent years, compares performance across different sports and sponsorship levels, and highlights how brand strategies are evolving in response to market dynamics and consumer behavior.
Reasons to Buy
For stakeholders seeking a deep understanding of the alcoholic beverages sponsorship landscape in the Asia-Pacific region, this report offers valuable insights into both commercial performance and brand popularity. It is particularly useful for brand managers, rights holders, agencies, and investors looking to benchmark activity, identify growth opportunities, and understand where sponsorship investment is delivering the greatest return.
By combining financial analysis with strategic context, the report serves as an essential resource for anyone involved in sports marketing, sponsorship strategy, or the alcoholic beverages industry within the APAC market.
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